Hello Adorn, a handmade jewelry brand based in Wisconsin, partnered with Shopify's Professional Services team to elevate their search engine optimization strategy. Over ten months of collaboration, our comprehensive SEO program delivered remarkable results: a year-over-year increase of +236% in organic search revenue, +176% growth in new customers from organic search, and a +96% increase in organic traffic. Through technical optimizations, strategic content development, and ongoing consultation, we helped Hello Adorn secure top rankings for highly competitive keywords while reducing their dependency on paid advertising.
The Opportunity: Reach More Customers Online
From their studio in Eau Claire, Wisconsin, Hello Adorn creates handmade jewelry in high-quality gold-filled and sterling silver. Specializing in earrings, rings, necklaces, and bracelets—all crafted in the USA—they had built a loyal customer base but recognized untapped potential to reach jewelry lovers searching online for exactly what they create.
Hello Adorn had a good SEO foundation with rankings for several valuable keywords, but they recognized the opportunity to go further. Like many successful e-commerce brands, they wanted to scale customer acquisition without proportionally increasing their advertising spend. They needed a partner who could help them unlock the full potential of organic search—transforming SEO from a supporting player into a primary growth driver for their business.
Our Collaborative Approach
Hello Adorn enrolled in one of our comprehensive SEO programs, designed to provide ongoing support and strategic implementation on a regular basis. Our partnership followed a structured yet flexible approach:
Month 1: Discovery & Analysis
We deployed our suite of SEO tools and conducted a thorough SEO audit, uncovering both quick wins and long-term opportunities.
Month 2: Strategy & Roadmap Development
Together with the Hello Adorn team, we reviewed our audit findings and built a customized strategy and implementation roadmap aligned with a SEO value vs effort proposition to ensure we were prioritizing the right opportunities.
Month 3 and Beyond: Implementation & Optimization
We began executing the roadmap with Hello Adorn in the beginning of the 3rd month and began helping the Hello Adorn team monitor and manage their Organic Search channel through:
- Weekly analysis, monitoring and reporting
- Bi-weekly status calls
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Ad hoc consultation support
The SEO Transformation
Our comprehensive approach addressed the critical areas of SEO performance. The goal was to further strengthen their technical SEO foundation, optimize their existing pages to lift keyword rankings and build new landing pages/content to expand their keyword rankings.
Build a Strong Keyword Strategy
A successful SEO program starts with understanding exactly what your target audience is searching for. We developed a comprehensive keyword strategy for Hello Adorn that went beyond basic product terms like “earrings” to capture the full spectrum of customer search intent—from shoppers who know exactly what they want to those just beginning their jewelry journey with informational-based keywords.
Strengthen the Technical SEO Foundation
We began by addressing the critical technical SEO elements that impact search visibility. Our team conducted a comprehensive audit and implemented fixes to ensure search engines could crawl, understand, and index Hello Adorn’s website effectively.
- Improved the internal linking structure to improve crawl efficiency and help search engines discover and index the most important pages faster
- Cleaned up old and duplicated content that was diluting their search presence
- Fixed broken links on the site and redirected 404 errors from expired products, improving user experience while recovering valuable link equity
Optimize and Enhance Landing Pages
With the technical foundation in a better place, we turned our attention to optimizing Hello Adorn's existing pages (homepage, collections, products, blog posts and content landing pages) while creating new opportunities to capture search traffic. Every optimization balanced SEO best practices with maintaining their unique brand voice and identity.
- Optimized homepage, collection and product pages with strategic title tags, meta descriptions, H1s, and URLs
- Expanded collection page content with informative copy and helpful FAQs
- Refined product names and descriptions to capture search intent
Create Content and Landing Pages
Recognizing the power of building tailored pages and content pieces for specific search terms, we worked closely with the Hello Adorn team to develop a content strategy that would expand their reach and attract their ideal customers while establishing topical authority in the handmade jewelry space.
- Built new collection and content landing pages to earn rankings for new keywords, such as those valuable long-tail keywords that have a higher conversion rate. Examples: gemstone rings, flat back earrings and waterproof jewelry
- Provided SEO recommendations for the creation of new content pieces targeting topics with high search potential, such as their Monthly Trend Edits and Gift Guides
- Optimized existing blog posts that showed ranking opportunity, transforming underperforming pages into traffic drivers
Improve Off-Page SEO and Embrace AI Powered Search
While the technical and on-page optimizations drove improvements, we knew that continued SEO success also requires a strong off-page SEO foundation and preparation for the latest changes occurring in our ever-evolving search landscape (AI search). Our most recent work with the Hello Adorn team focused on positioning Hello Adorn as a trustworthy, relevant and authoritative brand that the LLMs would recommend.
- Analyzed and disavowed toxic backlinks that could harm their brand’s overall preserved authority and trustworthiness
- Implemented structured data markup to help search engines and AI systems better understand product details, ratings, and availability
- Optimized content for natural language queries by incorporating conversational phrases and question-based content, such as FAQs, that mirror how users interact with AI assistants
- Created comparison and educational content that traditional and AI search engines frequently pull from when answering jewelry-related questions, such as creating a "gold-filled vs. gold-plated jewelry” guide
The Results: +236% YoY Growth in Revenue
Our strategic SEO implementation delivered transformative results that exceeded expectations:
- 236% YoY increase in organic search revenue – turning SEO into the #1 marketing channel to drive revenue
- 176% YoY growth in new customers from organic search – expanding their customer base sustainably
- 96% YoY increase in organic search traffic – nearly doubling their organic visibility on search engines like Google and Bing
- Around 75% of their organic search traffic comes from non-brand keywords
- Rank on the 1st page of Google for some of the most important keywords in their space: earrings, ear cuffs, hoop earrings, layered necklaces, and handmade jewelry
Looking Ahead: A Foundation for Sustainable Growth
Hello Adorn's SEO success story demonstrates the power of strategic, comprehensive search optimization. By addressing technical foundations, enhancing on-page elements, and developing targeted content, we helped them build a sustainable channel for customer acquisition that continues to grow month over month.
Ready to transform your organic search performance? Contact Shopify's Professional Services team to learn how our SEO programs can help you achieve similar results.